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How Brands Become Icons: The Principles of Cultural Branding
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How Brands Become Icons: The Principles of Cultural Branding

3.77  ·  Rating Details ·  191 Ratings  ·  5 Reviews
Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than brands--they are cultural icons. How do managers create brands that resonate so powerfully with consumers? Based on extensive historical analyses of some of America's most successful iconic brands, including ESPN, Mountain D ...more
ebook, 263 pages
Published September 15th 2004 by Harvard Business School Press (first published August 31st 2004)
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Bucket
Holt writes about cultural branding (as opposed to mind-share, emotional, and viral branding) through a series of case studies. His premise is that brands become icons, and see amazing success, by using their advertising to create myths and stories that address profound social tensions. He writes about a small group of brands that have (mostly accidentally) succeeded in this, and describes the importance of creative stories, rather than the typical set of brand adjectives, removed from any sort ...more
Putra Perdana
Mar 13, 2014 Putra Perdana rated it it was amazing  ·  review of another edition
Interesting and insightful. Along with Kevin Robert's Lovemarks, this would make a powerful tool in brand building and communication planning.
joke
Feb 05, 2016 joke rated it it was amazing  ·  review of another edition
Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than brands--they are cultural icons. How do managers create brands that resonate so powerfully with consumers? Based on extensive historical analyses of some of America's most successful iconic brands, including ESPN, Mountain D .
Kim Thoa
I finished to read this book few months ago!

I borrowed from library of my university.

Many new methodology, concepts, difficult to understand. But I could find many interesting stories, adverting strategies though this book.

#no_feeling_about_it
#right_now
Venelina
Jan 01, 2013 Venelina rated it it was amazing  ·  review of another edition
AMAZING BOOK! The book reveals the secrets of modern marketing, culture branding and brand-icons. I am fascinated!
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